Lecture Fundamentals of menu planning – Chapter 2: Market survey. This chapter presents the following content: Market survey, preliminary steps, areas of analysis: the customer, areas of analysis: the community, other things to consider. | Chapter 2: Market Survey Market Survey Definition: detailed study of the people, the community and the physical location of the foodservice establishment Will help to establish a foodservice operational concept that will meet the needs of the target market Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Preliminary Steps Planning should be done before money is invested. Preparing a market survey consists of two steps: Step 1: establish the style and type of foodservice operation or concept Step 2: determine the community’s need for such a business establishment Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Areas of Analysis: The Customer Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Most important element of a foodservice operation. Key factors to consider are Areas of Analysis: The Customer Cont’d Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Areas of Analysis: The Community The geographic region, district, city or town from which the foodservice operation’s customers come Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Other Things to Consider Zoning Area Characteristics Physical Characteristics Size, Shape and Costs Street and Traffic Information Sales Generators Visibility Parking Snow and Trash Removal Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © . | Chapter 2: Market Survey Market Survey Definition: detailed study of the people, the community and the physical location of the foodservice establishment Will help to establish a foodservice operational concept that will meet the needs of the target market Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Preliminary Steps Planning should be done before money is invested. Preparing a market survey consists of two steps: Step 1: establish the style and type of foodservice operation or concept Step 2: determine the community’s need for such a business establishment Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Areas of Analysis: The Customer Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Most important element of a foodservice operation. Key factors to consider are Areas of Analysis: The Customer Cont’d Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Areas of Analysis: The Community The geographic region, district, city or town from which the foodservice operation’s customers come Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009 Other Things to Consider Zoning Area Characteristics Physical Characteristics Size, Shape and Costs Street and Traffic Information Sales Generators Visibility Parking Snow and Trash Removal Fundamentals of Menu Planning 3rd edition. (McVety, Ware and Ware) John Wiley & Sons, Inc. © 2009
